Abstract
<jats:p>This study advances neurofinance by systematically adapting neuromarketing instruments to financial decision-making. Building on behavioral finance and decision neuroscience, it argues that investment behavior reflects interacting cognitive, emotional, and neurophysiological mechanisms. Using a preregistered 2×2×2 laboratory design with 120 adults (18–55), the study manipulated gain/loss framing, low/high information load, and positive/negative financial news across framing, market-simulation, and news-influence tasks. Concurrent EEG/ERP (FAA, P300, LPP), EDA (SCL, SCR), and behavioral measures were analyzed via repeated-measures ANOVA, mixed-effects models, and mediation tests. Loss framing produced more negative FAA, higher SCR, and greater risk taking, supporting Prospect Theory and the Somatic Marker Hypothesis. High information load increased P300 and prolonged decisions, while negative news heightened LPP and indirectly intensified risk through arousal pathways.</jats:p>